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MD Oral Health: Literacy Campaign

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Educating Maryland Parents on Child Oral Health

The Maryland Oral Health Literacy Campaign was made possible with a grant from the Centers for Disease Control and Prevention (CDC) to the Maryland Department of Health and Mental Hygiene’s (DHMH) Office of Oral Health, which formed a strategic campaign partnership with the Maryland Dental Action Coalition (MDAC). DHMH selected PRR to lead, plan, and implement the comprehensive multi-media campaign “Healthy Teeth, Healthy Kids,” which looks to help parents of at-risk children in Maryland.

Development of Marketing and Communications Plan

Developed a marketing and communications plan, guided by research and contribution from the campaign’s working group, advisory committee, and strategic partnership council.

Strategic Research

Conducted two focus groups to test materials, messaging, and names, and developed a survey conducted before and after the campaign to measure awareness among the target audience.

Campaign Brand Creation

Created the campaign brand, including its name, logo, and messaging, and produced the television and radio advertisements.

Corporate Sponsorship

Solicited corporate sponsorships to secure 90,000 oral health kits that were distributed through WIC, Head Start, and the 24 Maryland local health departments, and 120,000 direct-mail pieces to the target audience.

Their enthusiastic and comprehensive approach to the development, implementation and evaluation of what became the Maryland, Healthy Teeth, Healthy Kids social marketing campaign was exceptional. Today, we are proud to say that because of the exceptional work of this outstanding social marketing firm, we have a highly successful campaign that has had a strong impact on Maryland’s at risk population as well as oral health professionals throughout the nation. Bravo PRR! Job well done.

John Welby, MS, Oral Health Literacy Campaign Director, Office of Oral Health

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